Adult children, spouses, and other family members often have many fears when it comes to assisted living. Does your assisted living copy address their fears?
Think of all the families you’ve talked with over the years. The conversations from those phone calls and in-person meetings can be especially telling.
Even those family caregivers who are worn out, stressed out, and struggling to get through each day, are often fearful and reluctant to consider moving a loved one to assisted living or memory care.
Many are having a tough time overcoming their feelings of guilt for even considering this.
What Families Fear About Assisted Living
Let’s think about what families are fearful of:
- Turning their family member’s care and well-being over to someone else
- That the senior will be lonely and isolated in unfamiliar surroundings
- Worries that the community won’t live up to it’s promises
- Fear someone at the community will cause harm to their loved one
- Guilt about breaking a promise never to make the senior move to “a home”
- Concerns about the cost and if the senior can afford it
- Whether the senior is a good fit for a congregate housing community
- And a big one… fear of making the wrong decision
How can you address these fears and help families feel more confident in their decision?
Assisted Living Copy that Addresses Fear and Guilt
Here are a few suggestions to help you address these emotional issues in your assisted living copy:
- Testimonials: Hands-down this is one of your best opportunities online and offline. Share the success stories of residents and families. The daughter that was afraid her very shy mom wouldn’t be a joiner, and would end up lonely in an apartment that doesn’t feel like home to her. We’ve all seen how that turns out most times right? A reinvigorated senior with a new lease on life sharing their story speaks volumes for the benefits of assisted living. Tell those stories in testimonial-style campaigns with your assisted living copywriting.
- Reviews: Yeah, we know. These can be terror-inducing. But families find them helpful. Take an active role in responding to reviews about your communities: the good, the bad, and the ugly. It shows potential residents you take concerns seriously. Encourage families who love you to leave reviews, too.
- Photos: A picture tells a 1,000 words, according to the old cliche. And photo galleries are an important part of your community’s website too. They can show the life and joy older adults find in assisted living communities. Photos can also showcase safety features, tasty meals, and community highlights.
- Tools: Part of addressing fears is making it easier for families to make an informed decision. Sometimes that will be you, and other times it won’t be. Providing seniors and their families with tools, educational guides, and checklists can help empower them to make the best choice. It will also help position you as an expert that family can turn to with questions.
Take an honest look at your assisted living copy and think about how it does—or doesn’t— address the concerns seniors and their families have. Make 2019 the year you create this kind of emotional content if you find your site lacking.
Drop us a note if you need help getting started or with on-going strategy and assisted living copywriting.